How to do Video Marketing Right: Interview with Flax Sleep Founders

How to do Video Marketing Right: Interview with Flax Sleep

Flax Sleep, can you please introduce yourselves and give us some insight into what you do

We (Anna Heyd, Oana Papuc and Vivian McCormick) founded Flax Sleep in the fall of 2017. We are a three friends with entrepreneurial spirits, an appreciation of beautiful things, and a love of good sleeps.  We saw a gap in the Canadian marketplace when it came to buying simple bedding online at an accessible price point, and felt inspired to fill that void. We chose to sell exclusively linen bedding because of its many superior qualities compared to other traditional bedding fabrics. Linen is strong and durable, light but cozy and more sustainably produced. Since launching sales in April 2018, we have expanded our offering of 100 per cent French linen bedding from three to five colours, as well as added children and baby bedding, robes and tea towels. We have even more in the works for 2019, so stay tuned!

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As a start-up with a small team, do you find you’re wearing multiple hats in the day-to-day operations? If so, how?

Absolutely. We do EVERYTHING - order fulfillment, website maintenance, social media, bookkeeping, customer experience, supply chain management - you name it, we do it.

What’s important for you to convey as a Brand?

Simple luxury at an accessible price. Superior customer experience.


I noticed Flax has amazing initiatives to give back to the community, can you share what that is?

As a female-led company, one of our guiding values is to support women, full-stop. One of the ways we uphold this value is to provide #ASafePlacetoSleep to women and children in need. Part proceeds and all returned goods are donated to our charity partner, Atira Women’s Resource Society.

How do you integrate compelling visuals into your campaigns?

As a primarily ecommerce brand, our customers mostly discover us online particularly via social media, but there is increasingly more and more noise to cut through to get their attention. The visual presentation of our brand and products has to cause people to stop scrolling and engage, so essentially every one of our marketing campaigns must start with eye-catching photos and videos.

Walk me through your current process for creating media assets for your marketing campaigns?

So far, we have used mostly still photography to create our media collateral. We pull from our inventory of photos as needed, depending on the nature of the specific marketing campaign. We have wanted to incorporate more video into our campaigns, knowing that social media users are often more likely to engage with videos.

What is your favorite social media platform to share on and why?

Instagram has been our most successful social media platform from the start, and we love being able to showcase our products visually while also reinforcing our brand values and voice in our captions. It takes a significant amount of time to plan our social media posts, but it’s one thing that we will likely continue to do ourselves for as long as possible because it is our way to connect with our customers without having a traditional bricks and mortar store.

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Why did you Download Life Lapse?

We meet many female entrepreneurs in Vancouver and try really hard to support what they are doing because we know how hard it is. We downloaded Life Lapse after meeting Sarah, to check it out and found that it could actually be very useful for producing media for our marketing campaigns.

Do you find the app easy to use?

Yes! It is super intuitive, even for semi-luddites like us.

What do you love most about Life Lapse?

We don’t need any extra equipment, other than our phone, to create a compelling video that can be used on Instagram and in our digital marketing. As a small business, every dollar counts so not having to engage someone to produce a video for us is so great.

How do Life Lapse Videos ads compare to your photo ads?

We saw a 52% increase on click through rates on our life lapse videos vs photo ad and a 51% increase on conversions with the video ad vs photo ad.

Where can people follow you & buy your beautiful bedding?

You can find us on the internet at and on Instagram @flaxsleep

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